Destination Branding: A ray of hope for devastated hospitality industry post-Covid
The current coronavirus pandemic (COVID-19) has plunged the world into a severe socio-economic crisis and psychological distress. It has hit the economy severely, but the hospitality industry, especially the hotel industry, has been hit hard.
Destination branding includes registering a logo or slogan uniquely related to a specific location and highlighting its special attributes. It helps to form a dynamic relationship between the destination and, the tourist, fostering a sense of belief in the experience they will get or the satisfaction of visiting these places. Destination branding can be a ray of hope for the devastated hospitality industry post covid.
Here are top destination branding strategies
Defining unique selling points: For any organization involved in destination marketing, arguably the most important step is to take the time to clearly define what makes your destination unique. Destinations can stand out in many ways, such as offering visitors unique activities or unique natural landscapes such as mountains, beaches, or volcanoes.
Define your target audience and market: Another best target marketing strategy involves determining your target audience. Think about who might want to visit the destination and why. Many times, you have to break it down into several different audiences, each of whom may want to go to your location for different reasons. For example, your destination may attract young people in gap years and older couples who like to travel after retirement. It may appeal to people who like outdoor sports and people who want to relax on the beach. You should also consider different groups, such as tourists, business travelers, and students. Finally, consider whether certain markets are more likely to attract interest than others. This may mean people from nearby countries if you have good transport connections or people who speak the same language.
Use data for analysis: Target marketing organizations may collect and use large amounts of data for many different purposes. When offline, you can find information about existing visitors, such as average age, whether your destination attracts more men or women, and the mode of transportation they use. Once you have collected enough data, you can analyze it to determine the best people to contact, the best way to contact them, and the best information to promote.
Create amazing destination websites: Whatever the reason for travel, most travelers now use the Internet to search for destinations before booking. Destination websites are ideal places to showcase unique selling points, communicate directly with target audiences, and promote destinations through images, videos, and virtual reality tours. You can use this website to provide travelers with all the information they need before traveling and to promote accommodation options, attractions, activities, dining venues, etc.
Dealing with Influencers: Many modern Internet users are naturally skeptical about direct mail and other public marketing techniques. However, many of these people can be accessed indirectly by powerful people. Simply put, influencers are people who have followers on platforms like Instagram, Twitter, YouTube, Facebook, or their blog. Followers are loyal and tend to trust the views of influencers rather than organizations. Working with influencers will allow you to promote your travel goals across multiple platforms, even to specialized clients who are much more likely to respond positively to your message.
Offline promotion strategy: Once you understand your target audience, what they are looking for, and where they are from, you should also be able to determine when they might travel. For example, some destinations attract tourists in the summer, while others attract people to participate in winter sports. Some may be more attractive at Christmas or other holidays, making it easier to develop a comprehensive offline promotion strategy. Some offline methods you use may include TV commercials, radio commercials, and newspaper and magazine promotions. In the last two examples, you can pay for advertising, write featured content at your destination, and target specific local posts in the region of your target audience.
Online advertising strategy: The information and data you collect about visitors and target audiences can be used to inform your online advertising. With this information, you can target search ads to specific areas, pay for display ads on appropriate platforms, and promote content on third-party websites used by your target audience. In addition, remarketing allows you to reach people who have previously interacted with your target website or DMO’s social media channels. This allows you to remind people of your destination, knowing that they have shown interest before, which is very useful for encouraging them to commit to a visit.